Creative Consumers in Online Consumers Networks: Exploration of Theoretical Implications

This research examines the concept of creativity through an analysis of the collaborative, collective efforts of consumers working together online. In the process, it seeks to contribute to: (1) mutating conceptualizations of “consumers,” “consumption,” “creation” and “production, ” (2) burgeoning understanding of online communities, and (3) initial typologies for understanding the divergent forms of consumer creativity present online. Our central contribution to this discussion is to offer a subtler typology of online creativity behavior that encompasses a range of online “consumer” activity and discussed the roles of relationships, rules, and re-aesthetization of “work” (the three Rs) and their theoretical impact theories.

Citation:

Robert V. Kozinets and Andrea Hemetsberger (2007) ,"Creative Consumers in Online Consumers Networks: Exploration of Theoretical Implications", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 362-365.